Marketing Management Report: Chick-fil-A's UK Market Entry Strategy

This report provides a comprehensive marketing plan for Chick-fil-A, focusing on its potential entry into the UK market. It begins with an introduction outlining the report's objectives, which include analyzing the company's marketing strategy, conducting macro and microenvironmental analyses (including SWOT and PESTLE), and developing a marketing plan. The report delves into marketing theories like the Blue Ocean Strategy and discusses relevant marketing concepts. It then examines the competitive landscape of the UK fast-food industry, analyzing the bargaining power of suppliers and customers, the threat of new entrants and substitutes, and the intensity of competition among existing players using Porter's Five Forces. Furthermore, the report analyzes market segmentation, targeting, and positioning strategies for Chick-fil-A, including psychographic and behavioral segmentation. Finally, the report explores the marketing mix (7 Ps) in the context of Chick-fil-A's UK market entry and provides recommendations for success.

Marketing Management

Table of Content
INTRODUCTION...........................................................................................................................3
TASK (LO1)....................................................................................................................................3
Development of the knowledge and understanding of the key theories, concept and models in
the marketing to guide the development and expansion..............................................................3
TASK (LO 2)...................................................................................................................................6
Complexity of competitive environment and its impacts on developing marketing decision and
operations of an organization.......................................................................................................6
TASK (LO 3)...................................................................................................................................7
Analysis of marketing situations by segmentation, targeting and positioning............................7
TASK (LO 4)...................................................................................................................................8
Marketing mix and ways of adapting tools to gain an entry into the UK market 700.................8
Recommendations .......................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
A marketing plan is the proper report which outline the marketing strategy for the future
so company can expand their business and grow their business for the coming year, quarter , and
moth. Marketing plan also include these elements. An overview of your business marketing and
advertising goals.
This report will cover the case study of the Chick- fil-a which is Americas 3 largest fast
food chain company and it will make this companies marketing plan. This report will cover the
macro and micro analysis of the company and it will conclude SWOT and PESTLE analysis of
the company (Byrd-Bredbenner and et.al., 2017). This report will make statement and
justification of the 3 smart objectives and. It will analyse the complexity of the competitive
environment and impact on the developing effective marketing decisions and marketing
strategies in company. This report will provide market segmentation, targeting and STP plan. In
the end this report will provide marketing 7 P's in the context of company.
TASK (LO1)
Development of the knowledge and understanding of the key theories, concept and models in the
marketing to guide the development and expansion
Marketing Theory
The blue ocean tactics
According to the anther (Dib., 2018) this blue ocean theory is created in the term of the
Red ocean and blue ocean to present the marketing situations. In the red ocean mean there is
to much competition in the market so company should take shares of the others and in the blue
ocean , company create their own market. Compete in the existing market space. Win the
competition. 3Exploid existing demand . Compete in the value cost trade off . Do not pay
attention to the value cost trade.
Blue ocean strategy for Chick- fil-a- i8t is important for this company top make new
and uncontested market space (Flores and et.al., 2017). They have to make the competition
irrelevant, and they also have to create and gain the new demand if the want to expand their
business in the UK market. There are many famous fast food company in the UK so Chick- fil-a
company have to drop their prices to show their present in the UK market . This is the only way
if they want to enter the UK market and provide quality services to the customers, so they can be
satisfied with the product and services of the Chick- fil-a.

Marketing concepts
There are 5 marketing concepts which can help Chick- fil-a company to expand their
business in the UK market, and they can show their presence in the UK market.
Production concept
When the production concept was defined, a production oriented business dominated the
market (Guo and et.al., 2018). This was from the beginning of capitalism to the mid 1950’s.
During the era of the production concept, businesses were concerned primarily with
manufacturing, production and efficient issue Companies
Product
this product concept work on the assumption of the customers prefer products of the high
quality, arability and price dies not influence on the customers purchase decision.
selling concept
this concept mainly focus on the making an actual scale of the companies product.
Marketing conceptual
In this concept marketing team of the company try to understand the needs and demand
of the customers and according to their demand they develop their product (Kotler and et.al.,
2017).
Social Marketing Concept
The societal marketing concept focus on the new market and this concept off marketing
highlight the demand and needs of the target market.
PESTEL analysis of Chick- fil-a company
Political
The political factors impact on the Chick- fil-a business is considerable influenced by
the federal government regulation and lows. In effort to make the excellent food. Chick- fil-a
company is alter the standards of the food and beverage manufacturing.
Economical
Initiation of the businesses where the capital earning of each private matters for the
increased net sales as this varies country to country. The economy of this company in UK in
every year with the variable products launch especially concentrated on the naturalization food
for the babies.
Social

The social environment keeps changing with the regard to time like the mindset of the
customer in addition to their lifestyles (Paley., 2017). Any services and product of the company
cannot be successful till the companies business is not worried about the living system of the
customers.
Environment
In the development of the organization , strategies steps are rather mandatory. Chick- fil-
a company is multinational company and by the time it invests in the different department to
take their products to new level.
Technological
Technology can help this company to expand their business in the UK
legal
Thye are having all the rights and they also follow all legal rules and regulation.
SWOT analysis of Chick- fil-a company
Strength
One of the biggest strength of this company is their customers services (Lidstone and
MacLennan., 2017). They are giving best services as companies to the other fast food brands.
They are having loyal customers.
Weakness
Food prices are very high in their menu which can effect their business in UK because
there are many other famous brands are already establish their business in the UK.
opportunities
It can be opportunity for this company if they bring healthy fast food in their restaurants.
This can help them to expand their business in UK
Threats
Competitors in the market are their threats. Famous brands such and McDonald's and
KFC has high reputation in the market.

Marketing objectives:
 To become the third largest American food chain in the next 2 years or up to the 2021.
 To increase sales up to $3 Billion as compare to McDonald’s.
 To increase the number of customers up to 500 in the 4-5 months.
TASK (LO 2)
Complexity of competitive environment and its impacts on developing marketing decision and
operations of an organization
In the context of fast food restaurant industry of UK, it can be said that it is highly
segmented with the top 50 companies that are accounting for approximate of 25% of the
industry's sales. There are several major competitors and market leaders in this industry such as:
Subway, McDonald’s, Burger King, KFC etc. In the context of Chick-fil-A's, it is stated that it
has a unique position in the market as it is known and specialize for chicken based entrées.
People of UK like chicken and for this reason several other fast food restaurants have added
chicken entrées in their menu with the main aim of competing with Chick-fil-A's in the market
segment. Due to great intensity of competition in the market, Chick-fil-A's is offering fresh
alternatives to ordinary fast food restaurants. For knowing the competition level, it has made an
effective use of Porter's 5 forces model which shows each factor that can give competition and
shows the actual position of the company in the market. 5 forces are being discussed as below:
Bargaining power of suppliers: Chick-fil-A has the biggest share of the market in fast
food and beverage market. Due to its higher shares it requires to have number of supply chains.
It can increase this intensity and bargaining power of suppliers. There is a low intensity in this
force for it.
Threat of new entrants: In the context of entry in fast food industry it is stated that there
are several barriers occur as it is not easy for new entrants to entry in this industry. For making a
business successful in this industry, they are a requirement for new entrants to understand
customers needs in detail manner which require investment in research and time as well. So, it
can be said that there is a low intensity and danger of new entrants to Chick-fil-A because this
chain has a quite big network (Porters analysis of Chick Fil A, 2019).
Bargaining power of customers: Customers in this industry are more demanding as
their changes keep chaining. But in the context of Chick-fil-A, it is stated that this fast food chain
tries to keep its customers satisfied by providing excellent services and products. It is one of the

faithful company for its buyers. But changing demands of customers is growing which shows
that there is a high intensity in this power.
Threat of substitutes: There has been a terrific risk of substitutes as there are several
products of Nestle's who can replace the products of Chick-fil-A such as boiled water,
pasteurized milk etc. It is also identified that some products of Chick-fil-A are not safe which
can decrease its sales because people are becoming more health conscious (Mathooko and
Ogutu, 2015). So, intensity of substitutes product power is high for this company.
Competition among existing players: This company covers several popular consumer
brands such as: Nescafe, Set kat and almost 29 brands. Sales of each brand to the great extent
helps it out in increasing sales and revenue. But there are several other food retailers who have a
strong position in the market and also popular among customers. For example: McDonald’s,
Unilever, KFC etc. All these food retailers and chains are giving a threat to this company and
increasing competition by providing satisfactory services and investing in technologies (Zhao
and et.al., 2016).
From the above discussed forces and power it can be said that only new entrants and
suppliers have low power and rest 3 powers have great intensity and forces which is a threat for
Chick-fil-A. All these forces can have negative impacts on its decision-making power and its
activities. For reducing intensity of all these power, it needs to focus on maintaining a good
relationship with customers, suppliers (Sever, 2015). By implementing effective tools and
investing in advanced technologies, it can make its business sustainable and make efficient
decisions as well.
TASK (LO 3)
Analysis of marketing situations by segmentation, targeting and positioning
Knowing market situation and own position in the market is important. There are several
tools of marketing which helps an organization in analysing all factors which can impacts on its
operations and effectiveness of its marketing strategies. Market segmentation, targeting and
positioning is an effective way and strategy which helps an organization in identifying its target
market.
Segmentation: Segmentation can be defined as a group of people who have almost same choices
and similar intension towards any particular brand. It is stated that most of the people are still

unaware with this brand. It segments its customers on the basis of values, opinion, attitudes and
lifestyles which is known as psycho graphic segmentation. This segmentation relates to the
characteristics and in the context of Chick-fil-A, it includes string Christian based value. It also
segments its market according to the behavioural factors of people and in this context, it tends to
sell its products and services in those areas where people tend to buy a lot of fast food so that
they can have good business (Anzaku and Salau, 2017).
Targeting: The primary target market of Chick-fil-A are common middle and other classes of
people who want a fast food restaurant meal with the highest quality. It is stated that the target
market of Chick-fil-A is different from the usual fast food clientele as they include children and
teens. On the other hand, this fast food chain focuses on those people who have more active
lifestyle. It also includes different psycho graphics by creating combo meals (Gazhonova and
et.al., 2017).
Positioning strategy of Chick-fil-A
This company as been identified as the restaurant which have the consistence sharing the
maximum level of market share gains its competitors. The company brand positioning has been
identified as its major strength. This helps the company to have the maximization productivity
and customer awareness. Chick-fil-A corporate purpose is “to glorify God” which guides all
business decisions. The company tends to serve the high quality chicken and being known for
slight premium quality d customer over its competitors. Chick-fil-A cow-centred “Eat Mor
Chikin” advertising campaign emphasized one of Chick-fil-A essential points-of-difference and
cemented the company in consumers’ minds. The company majorly have the credit of success to
its Christian-based foundation which is provisioning the company effective brand positioning
and ultimately high level of profitably.

TASK (LO 4)
Marketing mix and ways of adapting tools to gain an entry into the UK market
Marketing analysis of the Chick-fil-A helps in identifying the various level of marketing strategy
which have the clears elaboration of the various level of distribution, advertising and the
distribution strategies which can be used by company to enhance the proper level of development
of company.
Marketing mix Chick-fil-A McDonald
Product The company is been identified as the
major offering of the marketing mix
product portfolio. The company have
different categories in order to have
known for its chicken sandwiches
offering taste and nutrition to all.
The company tends to have the
sending a wide range of products
which can be such as the hamburger
and cheeseburgers (.Tomczak,,
Reinecke and Kuss .,2018.). The
company have announced to have the
ledge in order to increase the
nutrition values as the company
have e4tends to be recognized as
unhealthy food providence company.
Price Chick-fil-A brand makes an annual
revenue of more than 8 Billion USD.
The company have the prices of goods
which is being considered as slight
higher as compare to its competitors
in order to have justification over
quality (Wilson and et.al., 2016). On
the other hand the employees of
company are also higher to its
contemporariness.
The company tends to have the
following of the cost leadership
business strategy which is according
to have the food and other services
which is intended to be offered for
competitive prices. The fast food
chain offers customers the possibility
to dine for a fraction of costs that are
charged by the majority of other
restaurants.
Place The company tends to have the
presence all runaround the
The company tends to have
aggressive level of expansion by the

geographical presences as the
company have promotion itself as the
premium quality fast-food brand.
The company tens to have proper
level of providing of development in
order to have attraction of local
customers in order to have claim over
corporatize purpose. The company
tends to have there brilliant opening
on Sunday which is been considered
as strategic move.
ways of looking at best location
within the market palace which is
providing the convenience to
customers (.Moorman and Day,
2016). The company tends to be
identified as the cluster or quality
providence area.
Promotion The company have the development
of the online platforms in order to
have advertisement for products in
more way to have the reach and
increase towards the target market.
The next is that company is tending to
make on Cow Appreciation Day every
July.
There is using of major level of
online platform along with other
promotional methods such as point
of sales and merchandising (john
Wiley & Sons.McDonald, 2015. The
company tends to have the specific
targeting the happy meals along with
providing toys and other level of
Lucky draw as and hoarding at major
places.
People The company is mainly are targeting
the customer who are belongingness
to high income earning. The company
is tended to fast food providers also
the target towards the working group.
It also keeps its employees happy by
paying them much higher than
compared to other fast food joints
(McDonald and Wilson., 2016).
The company is tending to have
quality of services along with
cleanliness and the value which is
being having the guidance behind the
services which is also been
considerably fast and friendly
services. The company have standard
form to deals with its employees the
quality of services treatment.

Process The company tends to have vigorous
level of training program as along
with interviews which is having major
consideration to bee applying to be
franchises in this company
development.
The food productions having the
treansparent to the consumers along
with new packaging the distribution.
The company have the level of
investment in order to give the check
the ingredients used in food. This
helps the customer to have the
entrance over area to have the scaler
and transparent level in consuming
the food.
Physical
Evidence
The company has been identified as
the brand apart from bring customer
service and ambiances. The company
is no matter where is located have the
same feeling for its employee and
customer.
The physical evidence un making
the level of appearances t have the
establishment of business which is
being havering the business
functional along with location and
experiences and building the
maintenance.
RECOMMENDATION
The recommendation for the company to have the development of social system along
with organizational culture. In the developing of organizational culture there should be
improvement strong the religious overtones along with having the servant's leadership
development (Datta., Ailawadi and Van Heerde, 2017). There should be level of understanding
in making the elements to have perceived prejudice and the LGBT individuals in order to have
attraction of clients along with creation of stigma which may now be considered as true.
The company should have the major duty or obligation to have identification of social
responsibility which have to reduced and stoppage approach of altogether in funding these type
of company. The ciomp0anys is tending to have the spirituous which is deleting the major efforts
in order to have high purpose in life along with having the participation in charitable donation.
There should be effective development on the work moods of the employees. As the every
employee in company tends to have the string positive moods which is considered as highly

energetic passionate and enthusiastic. This will make the company to have increase level of
effective in developed the level of productivity in company.
CONCLUSION
As per the report has covered the case study of the Chick-fil-A which is Americas 3
largest fast food chain company and it has been make this companies marketing plan. This report
has been cover the macro and micro analysis of the company and it has been concluded SWOT
and PESTLE analysis of the company. This report has been make statement and justification of
the 3 smart objectives and. It has been analysed the complexity of the competitive environment
and impact on the developing effective marketing decisions and marketing strategies in
company. This report has been provided market segmentation, targeting and STP plan. In the end
this report has provided marketing 7 P's in the context of company.

REFERENCES
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ONLINE:
Porters analysis of Chick Fil A. 2019. [ONLINE] Available through:
<https://casemarathon.com/harvard/chick-fil-a/porters-analysis.php>.